An investigation about AI in Business (marketing): a matter of trust
DOI:
https://doi.org/10.25077/jmassbi.7.1.87-98.2026Keywords:
Artificial intelligence, customer trust, technology, marketing, customer behaviorAbstract
Computer science includes artificial intelligence (AI) as a field. It entails creating computer programs to carry out operations that would typically require intelligence from humans. This study explores the role of Artificial Intelligence (AI) in marketing and consumer behavior, investigating its benefits, challenges, impact on consumer trust, and ethical considerations. this study is in the Kurdistan Region-Iraq. The survey was in three cities (Erbil, Sulaymaniyah and Halabja). The participants we dealt with were over 18 years old, approximately 145 respondents were recruited who were recruited through an adaptive questionnaire. and the level of knowledge of the participants includes individuals with expertise in electronics, IT, computers, and technology updates in business. the research design included quantitative data collection techniques. The results showed that using AI in marketing has a number of advantages, including improved efficiency in processing and interpreting consumer data and more accuracy in forecasting customer behavior. But it also presents serious obstacles, such as worries about data privacy, losing one's work, and being overly dependent on technology. Furthermore, concerns of accountability, justice, and openness were noted as ethical implications related to the application of AI in marketing.
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Copyright (c) 2026 Khanda Gharib aziz, Nusaiba Naseeh Hasan , Srusht Iqbal Ali
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